Online shoppers deterred by complicated web forms

Browsing and shopping for clothing online can be frustrating for shoppers if they have to complete complex log-in processes and web forms. Having to sign in, complete personal details or retrieve passwords are driving customers away

from complicated websites.

Research commissioned by identity security specialist Ping Identity found that 80 percent of consumers had locked themselves out of websites because they could not remember their log-in details, also known as password amnesia.

80 percent of consumers have password amnesia

When you are in the final stages of clicking and buying, not remembering passwords in order to have your purchase confirmed, means stores are losing their customers.

The study found that 71 percent of consumers surveyed had abandoned a ‘fill in your details’ form. For 77 percent of those, entering the details into the form took too long, while 58 percent left the site because the form was too detailed. Over half of respondents admitted to giving up on a website because the form demanded information they did not have to hand, while almost a fifth were frustrated because the company did not remember their details from their last interaction with them.

Andrew Hindle, director at Ping Identity, said: “With more than half of respondents logging into an online shopping site with a password up to five times a day, this login barrier could cost businesses dearly.

“E-tailers need to make the registration and payment process as seamless as possible for customers – or risk that they will take their custom elsewhere. By deploying systems that centre on a prospective customer’s identity and recognise returning customers to give them quick and easy access, e-tailers can avoid the mass exodus and allow both their businesses and their customers to truly reap the benefits of the web.”

Image: Online shopping